INTERNATIONAL. DFS Group is to host a series of events and activations during October that celebrate the best of fashion and luxury watches and jewellery. The ‘World of Watches and Jewelry’ represents, said the luxury travel retailer, “an exciting new identity for DFS’ growing millennial, fashion-minded clientele and first-time watch buyers”.
Participating DFS locations are T Galleria by DFS, Hawaii; T Galleria by DFS, Okinawa; T Galleria by DFS, Guam; T Galleria by DFS, Saipan and T Galleria by DFS, Macau, City of Dreams.
From October 1 to 31, over 40 watch and jewellery brands, including ten that are new to DFS, will participate in a series of activations in celebration of the first edition of ‘World of Watches and Jewelry’. It will feature a large assortment of contemporary styles and products, combining interactive experiences and activations, said DFS.
The ‘World of Watches and Jewelry’ is centred around four product themes: Time to Move, Time to Think, Time to Play and Time to Style:
Time To Move, which highlights versatile and functional pieces and aimed at those with “an active lifestyle, committed to a fitness journey and breaking a sweat no matter where they are in the world” according to DFS.
Time To Play is focused around “bold and inventive” pieces with fun and colourful pieces represented.
Time To Think celebrates “timeless and sophisticated pieces” and is aimed at the watch enthusiast interested in craftsmanship and the history behind each watch and brand.
Time To Style is focused on “fashion-forward and refined pieces” said DFS. “Time to Style is for fashion lovers who enjoy accessorising their looks by stacking, mixing and matching their timepieces with jewellery,” added the retailer.
“With our discerning millennial customers in mind, we have sought to develop and curate relevant products and experiences that respond to their needs with creativity and flair,” said DFS Group Senior Vice President Watches and Jewelry Matthew Green. “The ‘World of Watches and Jewelry’ is interpreted through four themes that reflect the different moods and lifestyles of our consumers. It brings us much pride to partner with so many brands in creating these interactive and bespoke retail experiences, all dedicated to the art of accessorising.”
The five locations above will host the month-long celebration through the centralised four themes. In addition, three locations will host separate, bespoke brand pop-ups from TAG Heuer, Fossil, SevenFriday, Michael Kors, Hamilton and Swarovski.
T Galleria by DFS, Hawaii will feature an AR game from Fossil that measures heart rate and shoppers can try Hamilton’s latest Khaki Aviation models paired with a range of other accessories.
T Galleria by DFS, Guam will feature an immersive racing simulator from TAG Heuer for customers to test their driving skills, with the opportunity to discover the history, anatomy and details of the luxury watchmaking brand. In addition, Michael Kors will offer customers services at the dedicated Nail Bar to complement their watch.
In Macau, DFS has teamed up with SevenFriday to create a curated pop-up that includes a lounge bar and a game of chance to win a range of prizes available only at T Galleria by DFS, Macau, City of Dreams. A Swarovski pop-up highlights the Swarovski Symbolic and Swarovski Remix Collections, while there is also space dedicated to TAG Heuer’s links to motor racing, including limited-edition watches inspired by Aston Martin’s racing cars.